Introducing Omelette Digital: The growth of versatile creativity

There are times when it can be difficult to establish frictionless communication between marketers and agencies, especially when a marketer has to orchestrate a concerted effort with multiple agencies at once.

In the market, there is always a solution to a problem, which has given rise to a plethora of boutique agencies that are small yet flexible enough to provide a wide range of marketing solutions at the same time, such as Omelette Digital.

Omelette Digital is a local creative and digital agency that creates city-wide campaigns, social and influencer content, and even media solutions for many of the world’s most prolific brands in Hong Kong.

Taking the name "Omelette", it defines itself as a team of versatility, just like an omelette - everyone has their favourite filling, and cracking an egg opens up endless opportunities. Its goal is to facilitate conversations between brands and consumers so that brands can make a real impact on consumer behaviour.

Oriental Watch Company – Take Your Time to Rediscover The City

While Oriental Watch has a reputation as a leading professional watch retailer, Hong Kong millennials do not know much about its vision and heritage. Some people can only recall the many prestigious and luxury watch brands it carries rather than the brand itself.

To strengthen the brand's connection with Hong Kong people, the campaign brought all of us to "TAKE YOUR TIME to Rediscover The City". Audiences were taken on a multisensory journey through four groups of local unsung heroes including Luk Man Wai, the veteran tram motorman and Master Wu, the neon light sign craftsman, who are all ordinary people while having extraordinary ties to the local culture.

The campaign also collaborated with local influencers and independent media, including Hong Kong Reminiscence (香港遺美), Being Hong Kong (就係香港), Rice Zi (米紙) and many more to make use of their own unique perspectives to encourage locals taking actions.

The brand campaign's unique storytelling helps the brand capture more millennials' attention. A total of four awards were also won at MARKETING-INTERACTIVE's Marketing Excellence Awards and MARKies Awards Hong Kong 2023, with a gold award for Excellence in Branded Content.

pandamart – Wherever and whenever, pandamart can always be there

The art of storytelling can sometimes be communicated in non-traditional ways. To spread the word about pandamart's 24/7 strong location coverage, Omelette Digital developed a guerrilla campaign using ghostly car cam videos to spook Hong Kong people about the mysterious appearance of shocking pink delivery riders at these very remote locations at oddly late night.

The viral videos have been the talk of the town for days, driving huge organic social shares, newspaper and TV coverage in 48 hours.

Royal Canin – Take Your Cat To The Vet

Cats are masters of disguise, and cat owners often find it difficult to determine whether their beloved cats are sick or not. However, a global survey found that only 50% of cat owners take their cats to regular check-ups. In response to this alarming situation, Royal Canin hopes to encourage cat owners to take action.

Omelette Digital created an Instagram-driven “Take Your Cat To The Vet” Initiative. Featuring a member of the girl group COLLAR Marf Yau, who was a vet nurse and a famous animal lover, as the campaign ambassador, the campaign played loud on social media with a “Fat Check IG Reels Challenge” to create impactful awareness.

In the following weeks, the campaign further educated cat owners about the importance of preventive healthcare via digital channels, social media, and even in the veterinary clinic. A collaboration with UberPet has also been put in place to subsidise cat owners after they have made vet appointments.

The CSR initiative raised public awareness and encouraged concrete actions. Royal Canin’s commitment to preventive care has melted the hearts of cat owners and at the same time won six awards at MARKETING-INTERACTIVE's Marketing Excellence Awards and MarKies Awards Hong Kong 2023, including the gold awards for “Excellence in Digital Marketing”, “Best Idea – Public Awareness” and “Best Use of Content.”

The agency teams are bonded by shared values, including animal welfare. Dedicating its creative expertise, Omelette Digital designed and sold the red packets for PGRS (毛守救援), a shelter in town devoted to saving paws. Without deducting costs, it donated all proceedings and raised HK$50,000 for stray animals.

In just three years, Omelette Digital has developed a reputation for delivering powerful experiences through integrated solutions. The agency won 15 accolades at MARKETING-INTERACTIVE's Marketing Excellence Awards and MarKies Awards Hong Kong between 2021 and 2023.

This year, it won gold for "Best Newcomer" and silver for "Best Boutique Agency" at MARKETING-INTERACTIVE's Agency of the Year Awards Hong Kong. While 2024 may be a year of uncertainty, as long as it strives to relish the ability to remain lean and flexible, it will keep the growth journey going.

This article is sponsored by Omelette Digital.